Strategic Marketing

GREEN DENTAL
STRATEGIC ATTACK
MARKET SUMMARY

 Market: past, present, & future

 Review changes in market share, leadership, players,
market shifts, costs, pricing, competition

Mass Market/
Followers

Number
of
customers Early Adopters/
End of Life
Pioneers

Time
PRODUCT DEFINITION

 Describe product/service being marketed

COMPETITION

 Thecompetitive
landscape
 Provide an overview of
product competitors, A B

Price
their strengths and
weaknesses
 Position each D
C
competitor’s product
against new product
Performance
POSITIONING

 Positioning of product or service

 Statement that distinctly defines the product in its
market and against its competition over time
 Consumer promise
 Statement summarizing the benefit of the product
or service to the consumer
COMMUNICATION STRATEGIES

 Messaging by audience
 Target consumer demographics
PACKAGING & FULFILLMENT

 Product packaging
 Discuss form-factor, pricing, look, strategy
 Discuss fulfillment issues for items not shipped
directly with product
 COGs
 Summarize Cost of Goods and high-level Bill of
Materials
LAUNCH STRATEGIES

 Launch plan
 If product is being announced
 Promotion budget
 Supply back up material with detailed budget
information for review

Phase 1
Phase 2
Phase 3

Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec
PUBLIC RELATIONS

 Strategy & execution

 PR strategies
 PR plan highlights

 Have backup PR plan including editorial calendars,

speaking engagements, conference schedules, etc.
ADVERTISING

 Strategy & execution

 Overview of strategy
 Overview of media & timing

 Overview of ad spending
OTHER PROMOTION
 Direct marketing
 Overview of strategy, vehicles & timing
 Overview of response targets, goals & budget
 Third-party marketing
 Co-marketing arrangements with other companies
 Marketing programs
 Other promotional programs
PRICING

 Pricing
 Summarize specific pricing or pricing strategies
 Compare to similar products

 Policies
 Summarize policy relevant to understanding key
pricing issues
DISTRIBUTION

 Distribution strategy
 Channels of distribution
 Summarize channels of distribution
 Distribution by channel
 Show plan of what percent share of distribution will
be contributed by each channel -- a pie chart might
be helpful
VERTICAL MARKETS/SEGMENTS

 Vertical market opportunities

 Discuss specific market segment opportunities
 Address distribution strategies for those markets or
segments
 Address use of third-party partner role in
distribution to vertical markets
INTERNATIONAL
 International distribution
 Address distribution strategies
 Discuss issues specific to international distribution

 International pricing strategy

 Localization issues
 Highlight requirements for local product variations
SUCCESS METRICS

 First year goals

 Additional year goals

 Measures of success/failure

 Requirements for success

SCHEDULE

 18-month schedule highlights

 Timing
 Isolate timing dependencies critical to success

Task 1
Task 2

Milestone
Task 3
Task 4

Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec